behavioural marketing – what, why and how
TRANSCRIPT
BEHAVIOURAL MARKETING – WHAT, WHY and HOW
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What is Behavioral Marketing?
Behavioral marketing or behavioral targeting is when
consumers are targeted by marketers based on the
former’s behavior or usage patterns on the Internet.
Picture Credits: http://justcoachit.com/
What is Behavioral Marketing?
Behavioral marketing or behavioral targeting is when
consumers are targeted by marketers based on the
former’s behavior or usage patterns on the Internet.
Data pertaining to usage and behavior collected from
marketing analytics solutions is utilized by marketers to
better understand their target audiences and their
expectations from brands.
Picture Credits: http://justcoachit.com/
What is Behavioral Marketing?
Behavioral marketing or behavioral targeting is when
consumers are targeted by marketers based on the
former’s behavior or usage patterns on the Internet.
Data pertaining to usage and behavior collected from
marketing analytics solutions is utilized by marketers to
better understand their target audiences and their
expectations from brands.
An everyday instance of behavioral targeting would be
the Facebook ads that appear on individuals’ news
feeds that are tailored to their preferences.
Picture Credits: http://justcoachit.com/
Well, it's like this: marketers all over the world
now feel that they need to tailor their offerings
and communication.
Picture Credits http://www.longhi.it/
Well, it's like this: marketers all over the world
now feel that they need to tailor their offerings
and communication.
So when someone is looking for something
online, marketers track usage, understand
preferences and then make a suggestion that is
most suitable. An appropriate recommendation,
almost always makes conversion easier.
Picture Credits http://www.longhi.it/
Well, it's like this: marketers all over the world
now feel that they need to tailor their offerings
and communication.
So when someone is looking for something
online, marketers track usage, understand
preferences and then make a suggestion that is
most suitable. An appropriate recommendation,
almost always makes conversion easier.
BUT, the marketers can make such suggestions
only when they understand the behavior of the
TG— and this understanding of the behavior is
what forms the core of Behavioral Marketing, a
discipline that is changing the way business is
being done today.
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And there is even a formula to it...
The Bryan Brown formula
Behavioral Marketing= Individual Behavior+ Marketing Automation
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Bryan Brown describes behavioral marketing as
being a combination of individual behavior and
marketing automation.
Bryan Brown describes behavioral marketing as
being a combination of individual behavior and
marketing automation.
The author says that only automation would lead
to irrelevant messages whereas sole focus on
behaviors with no automation will lead to excess
data silos and lack of ways to scale
communications.
Bryan Brown describes behavioral marketing as
being a combination of individual behavior and
marketing automation.
The author says that only automation would lead
to irrelevant messages whereas sole focus on
behaviors with no automation will lead to excess
data silos and lack of ways to scale
communications.
The customer behaviors will have to be
integrated across channels and platforms (such
as email, social networks, website, mobile
devices, CRM, relational table data and so on)
to get a comprehensive understanding.
One of the stellar instances of behavioral
targeting involves Amazon. Its revolutionary
recommendation engine changed the way e-
commerce websites operated forever. By
studying behaviors of visitors, Amazon was able
to recommend other products that were aligned
to individuals’ preferences.
Picture Credits: http://i.huffpost.com/
One of the stellar instances of behavioral
targeting involves Amazon. Its revolutionary
recommendation engine changed the way e-
commerce websites operated forever. By
studying behaviors of visitors, Amazon was able
to recommend other products that were aligned
to individuals’ preferences.
This greatly improved the up-sell and cross-sell
potential for the company.
Picture Credits: http://i.huffpost.com/
From a customer’s perspective, when he/she
visits a website, the publisher seeks permission
to collect information about the customer’s
usage. When agreed upon, a unique profile is
created for every individual that begins to store
information of how that individual has browsed
the website.
Picture Credits: http://www.datamanager.it/
From a customer’s perspective, when he/she
visits a website, the publisher seeks permission
to collect information about the customer’s
usage. When agreed upon, a unique profile is
created for every individual that begins to store
information of how that individual has browsed
the website.
This information is then utilized to personalize
the experience of the individual in subsequent
visits to increase relevance.
Picture Credits: http://www.datamanager.it/
Setting up behavioral marketing processes
typically entails the following steps:
Picture Credits: http://www.thedrum.com/
Setting up behavioral marketing processes
typically entails the following steps:
1. Implementation of effective marketing
analytics tools
Picture Credits: http://www.thedrum.com/
Setting up behavioral marketing processes
typically entails the following steps:
1. Implementation of effective marketing
analytics tools
2. Establishing an integrated marketing
database for comprehensive understanding
Picture Credits: http://www.thedrum.com/
Setting up behavioral marketing processes
typically entails the following steps:
1. Implementation of effective marketing
analytics tools
2. Establishing an integrated marketing
database for comprehensive understanding
3. Segmentation on the basis of behavioral
patterns
Picture Credits: http://www.thedrum.com/
Setting up behavioral marketing processes
typically entails the following steps:
1. Implementation of effective marketing
analytics tools
2. Establishing an integrated marketing
database for comprehensive understanding
3. Segmentation on the basis of behavioral
patterns
4. Set up automated programs that will trigger
messages based on particular behavior
Picture Credits: http://www.thedrum.com/
Setting up behavioral marketing processes
typically entails the following steps:
1. Implementation of effective marketing
analytics tools
2. Establishing an integrated marketing
database for comprehensive understanding
3. Segmentation on the basis of behavioral
patterns
4. Set up automated programs that will trigger
messages based on particular behavior
5. Create content that is relevant to specific
groups of customers
Picture Credits: http://www.thedrum.com/
Setting up behavioral marketing processes
typically entails the following steps:
1. Implementation of effective marketing
analytics tools
2. Establishing an integrated marketing
database for comprehensive understanding
3. Segmentation on the basis of behavioral
patterns
4. Set up automated programs that will trigger
messages based on particular behavior
5. Create content that is relevant to specific
groups of customers
Picture Credits: http://www.thedrum.com/
Behavioral Marketing's many benefits include:
Picture Credits: http://www.whitespace.on.ca/
Behavioral Marketing's many benefits include:
1. Improved precision in targeting
Picture Credits: http://www.whitespace.on.ca/
Behavioral Marketing's many benefits include:
1. Improved precision in targeting
2. Increased engagement
Picture Credits: http://www.whitespace.on.ca/
Behavioral Marketing's many benefits include:
1. Improved precision in targeting
2. Increased engagement
3. Tailor-made customer experiences
Picture Credits: http://www.whitespace.on.ca/
Behavioral Marketing's many benefits include:
1. Improved precision in targeting
2. Increased engagement
3. Tailor-made customer experiences
4. Increase in conversions
Picture Credits: http://www.whitespace.on.ca/
Behavioral Marketing's many benefits include:
1. Improved precision in targeting
2. Increased engagement
3. Tailor-made customer experiences
4. Increase in conversions
Picture Credits: http://www.whitespace.on.ca/
Unless marketers understand what their
customers expect and seek, all marketing
operations would essentially become
monologues. And, an 'onliner' today does not
want a monologue, especially so when he or she
has become even more aware of the high
degree of personalization that has now come to
exist.
Picture Credits: http://images.fineartamerica.com/images-medium-large/end-of-the-road-nestor-ps.jpg
Unless marketers understand what their
customers expect and seek, all marketing
operations would essentially become
monologues. And, an 'onliner' today does not
want a monologue, especially so when he or she
has become even more aware of the high
degree of personalization that has now come to
exist.
Simply put, a marketer today cannot continue to
market without taking into account online
behavior and usage patters---the crux of
'Behavioral Marketing'
Picture Credits: http://images.fineartamerica.com/images-medium-large/end-of-the-road-nestor-ps.jpg
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